Presentation by Farris Timimi, M.D. and Lee Aase at #HCSMNY conference on May 17, 2012 in New York City.

1. The Social Media Imperative
Lee Aase and Farris Timimi, M.D.
Mayo Clinic Center for Social Media
May 17, 2012
#HCSMNY

2. Agenda
• Mayo Clinic’s Social Media History
• Two Societal Indicatives
• Eight Health Care Social Media Imperatives

3. A Brief History of Social Media
at Mayo Clinic

4. Mayo Clinic’s First Social Networkers

5. Sources Influencing Preference
for Mayo Clinic
Word of mouth 82
News stories 62
Hospital ratings 48
Internet 33
MD recommendation 29
Personal experience 26
Advertising 25
Direct mail 13
Social media 5
2010 study (n=119)
Insurance plan 5
Consumer Brand Monitor, Base: Respondents who prefer Mayo Clinic;
*differs significantly from Q2-2010
©2011 MFMER | slide-20

6. Mayo Clinic Medical Edge
Syndicated News Media Resources

7. First Foray in “New” Media
• Existing Medical Edge radio mp3s
• Launched Sept. ‘05; 8,217% download increase

8. Regrouping to Plan
Just as genomics is the future of personalized
medicine, personalized media are changing the
way people get the news and information they
want and need. But as genomics increasingly
supplements and improves traditional medicine
without replacing it, new media are helpful
additions to mainstream, mass media. We strongly
recommend reforming our processes to efficiently
produce content that can be used for both mass
media and personalized media.
Content Creation Task Force, 7/26/2006

9. We recommend a three-phase approach. First, take
our existing products and, with minimum
incremental effort, place them in new media formats.
Second... work across teams ... to make best use of
the audio and video production resources we have.
Third, get more resources... to produce timely or
even daily content...
We have not recommended a blog strategy at this
time, primarily because we have emphasized
developing audio and video content that could have
multiple uses in both mass media and personalized
media, with relatively limited physician involvement.

10. Reasons for Reluctance about Blogging
• Keeping the content fresh
• Wise use of resources
• Physician/Researcher
• Public Affairs
• Authenticity - didn’t want to “ghost blog”

11. My First Blog Post - 7/30/06
Lines from Lee

12. Beyond the Hypochondriac Feed

13. Mayo Clinic Medical Edge TV
Sample Sound Bite

14. Recovering 99.41% for the 1-2%
• Required almost no incremental MD effort
• Process change - microphone on physician
and interviewer
• 90 minutes of editing per interview
• More than 60,000 “hits” and 62 comments on
Dr. Fischer’s podcast

16. Involuntary Social Networking Presence:
http://myspace.com/mayoclinic

18. Facebook: 11/7/07

19. A Pivotal Presentation

22. Getting on YouTube: Feb. ’08

23. Joining The Blog Council
• Membership organization of blogging
“companies”
• Typically Fortune 500 members
• Coca-Cola, P&G, Wells Fargo, etc.
• Mayo Clinic, Kaiser Permanente, U.S. Navy
among “non-traditional” members
• Now the Social Media Business Council

24. Transforming YouTube Channel

25. Podcast Blog: April ’08

26. @MayoClinic on Twitter: 4/29/08

27. Let’s Talk “site” - May 2008

28. Sharing Mayo Clinic - Jan. 2009

29. http://connect.mayoclinic.org/
http://network.socialmedia.mayoclinic.org/
©2011 MFMER | 3139261-

30. A Grammar Refresher on Verb Moods...
• Indicatives - express a simple statement of fact
• Imperatives - express a command or exhortation

31. The Millennial
Indicative

32. Millennials
• Characterized by an increased use and
familiarity with digital technology, social media
and communication
• With Median age of the world's population about
29, half were born in 1983 or later

33. Millennials
• 26 percent more likely than other adults to say
“Social Networking is an important part of my
everyday life”
• 2010 research: students quitting social media
showed same withdrawal symptoms as a drug
addict who quit a stimulant

34. Survey of college students born 1982–1992
• 97% owned a computer
• 94% owned a cell phone
• 56% owned an MP3 player
• 76% used instant messaging
• 92% of those reported multitasking while instant
messaging
• 40% got most of their news from TV
• 34% got most of their news the Internet

35. The Mass Media Malaise
Indicative

37. The Media Relations
Imperative

38. The Octogenarian Idol Story
• Alerted to interesting video of elderly couple
playing piano in Gonda atrium
• Video shot by another patient and uploaded to
YouTube by her daughter
• Video had been seen 1,005 times in six
preceding months since upload
• Embedded in Sharing Mayo Clinic, posted to
Facebook, Tweeted on 4/7/09

39. The next day...

40. Six days later...

41. April 22

42. Sunday, May 3

45. May 4

46. Cinco de Mayo

47. May 10

49. May 11

50. May 12

51. May 15

52. Early Morning May 26

53. May 26, 2009: Live in Studio
Good Morning America

56. Results to Date
• More than 8 million views on YouTube
• >1.5 million views on Sharing Mayo Clinic
• From 200 views/month to 5,000 views/hour
• National TV coverage in U.S. and Japan

57. #26: Your mileage may vary,
but you’ll go a lot further if you
get a car

58. The $4-a-month online newsroom

63. The Marketing
Imperative

66. Unique Myelofibrosis Patients
MCF MCA
400
300
200
100
0
2008 2009 2010 2011

67. Discovery by Richard Berger, M.D., Ph.D.
Ulnotriquetral (UT) Ligament Split Tear

68. Jayson Werth’s Experience

73. Nov 12, 2009
USA Today
3031031-7

75. Last Friday
3031031-9

76. Less than 24 hours after my initial appointment, I not
only had a new diagnosis - a UT split tear - but had
surgery to correct the problem. As I write this, my
right arm is in a festive green, but otherwise
annoying cast. The short-term hassle, however,
should be more than worth the long-term gain - the
potential for a future without chronic wrist pain. A
future, that without Twitter and those in the medical
community willing to experiment with new
communications tools, might not exist for me.
3031031-10

82. UT Split Repair Procedures
40
30
20
10
2007
2008 0
2009
2010
2011

84. The Mobile
Imperative

89. bit.ly/GetMayoApp

90. The Management
Imperative

91. Maybe Unfamiliar, Not Unfathomable

94. ©2011 MFMER | 3139261-

95. The Medical Practice
Imperative

96. Dr. Sreenivas Koka

97. Dr. Sreenivas Koka

98. The Medical Education
Imperative

99. Medical Education
• Duty Hours: Reduce resident fatigue: 1984, NY,
death of an 18 yr from potentially preventable
drug interaction, when only 2 residents assigned
to provide night coverage for night a busy
hospital
• An 80-hour limit to the work week was imposed
on New York programs shortly thereafter.

100. Medical Education
• 80-hour weekly limit, averaged over 4 weeks
• 10-hour rest period between duty periods and
after in-house call
• Maximum continuous duty period for G1s 16
hours
• One day in 7 free from patient care and
educational obligations, averaged over 4 weeks
• In-house call no more than once every 3 nights

101. Program Director Survey
• Do you think the duty-hour regulations have an
adverse impact on your ability to educate your
residents?
• 57% indicated it did

102. Resident Surveys
• Less time for formal educational activities/
conferences
• Less time for informal education
• Less time for ambulatory training
• Loss of continuity of care (more handoffs)
• Less time at bedside

103. Medical Education
• Fundamentally, social media tools serve two
educational goals
• Facilitate asynchronous geographically
disparate encounters
• Facilitates Social Constructivism: Learning
where individuals engage around a task or
problem

104. Medical Education-Four Cs
• Content-Rapid and transparent online access
• Creation-Just as in health care, scalable
leveraging occurs in learning as well
• Connection-Networking, facile in practice begins
in training
• Collaboration-Participate where patients,
providers, fellow learners and educators are

105. Medical Education
• Closed Facebook group for a medical resident
clinic-fosters group expectations and notification
• Tweeting national meetings: Leveraging
education and networking opportunities

106. Medical Education
• Discussion Forums-SDN-40,000 active
members, over 2 million unique visits and 12
million page views monthly
• Wikis-Resident created and curated
• Blog-Asynchronous education with social media
feedback

107. Medical Education
• Fundamentally, our learners represent the first
generation raised in an online era, mp3, iPad,
iPhone and Twitter; and our educational
recruitment, engagement and training must
reflect this

108. The Medical Research
Imperative

109. Spontaneous Coronary Artery Dissection

111. SCAD?
Findings being published in
MAYO CLINIC
PROCEEDINGS
September 2011 issue
©2011 MFMER | 3139261-

112. The Moral
Imperative

113. Information Overload
• PubMed-21 million citations, one new/min
• Over 200 Cardiology journals
• 324 active diagnoses
• Increasing online transparency and access
• Does transactional clinical care pass the straight
face test?

114. Not just information overload….
Direct Care-20%
Documentation-35%
Assessment/
Vitals-7%
Medication-17% Care Coordination-21%
JONA, 39, 6:266-275

115. Moral Imperative
• Is it any wonder that 61% of us have sought
knowledge and support online?
• The value of that interaction is purely dependent
on two factors: access to the conversation and
the quality of the knowledge shared

116. Moral Imperative
• Yet, all too often, care providers are absent from
the patient conversations
• “Don’t want to be sued!”
• “Who will pay for my time online?”
• “What about HIPAA?”

117. Moral Imperative
• We are all the lived experts of our own disease
• Media are evolving to the point that we all have
access to the same shared knowledge
• Providers can be partners with patients and walk
with them on their journey online and offline
• Providers can help shape the conversation,
leverage information and ensure that credible
content is available when patients need it

118. Vaccine Hesitancy
• Efficiency
• Each discussion averages 5-10 mins
• By 24 months, 14 vaccines in 8 visits
• Liability
• Several law suits brought by parents whose
children suffered from vaccine refusal

119. Vaccine Hesitancy
• Risk
• 13 years since Wakefield, dramatic drop in
MMR vaccination in EU with a marked
increase in measles and mumps
• 2011-major measles outbreak in 33 EU
countries, including 10,000 in France alone
• US-80% of primary care providers report 1
vaccine refusal per month; 8% of providers
report 1 in 10 parents refused vaccine

120. Moral Imperative
• Physicians must partner with patients in content
creation, curation and decision making
• Leverage the content, leverage the
conversation, leverage the good

121. Moral Imperative
• Start small-begin with meaningful transactions
• Good content made available to willing
patients
• Develop clear training (2010 only 10% of
medical schools offered social media policies)
and clear guidelines for engagement

122. Moral Imperative
• Advocate for those who may be excluded
• Remember the access angels, libraries,
houses of worship
• Consider mobile capable information
• Remember the disabled and chronically ill
• Remember those with rare disease who
geography isolates

131. Mayo Clinic CEO John Noseworthy, M.D.

132. Mayo Clinic Center for Social Media
• Our Raison d’etre: The Mayo Clinic Center for
Social Media exists to improve health globally
by accelerating effective application of social
media tools throughout Mayo Clinic and
spurring broader and deeper engagement in
social media by hospitals, medical professionals
and patients.
• Our Mission: Lead the social media revolution in
health care, contributing to health and well
being for people everywhere.

133. Social Media Health Network
• Membership group associated with Mayo Clinic
Center for Social Media
• For organizations wanting to use social media to
promote health, fight disease and improve
health care
• Dues based on organization revenues
• Industry members eligible to join, but not
accepting industry grant funding
• >110 member organizations

134. A Sample of Network Members
• American Hospital Association
• Radboud University Nijmegen Medical Center
• Jamestown Hospital
• National Cancer Institute
• HCA
• Vanderbilt University Medical Center
• University of Michigan Medical Center
• See Full List at http://socialmedia.mayoclinic.org/
network/

135. For Further Interaction:
• socialmediacenter@mayo.edu
• http://socialmedia.mayoclinic.org
• @LeeAase and @FarrisTimimi on Twitter
• Keep tweeting at #HCSMNY